Even as pro-marijuana activists marched this week in Philadelphia with a fake 51-foot joint, teams of industry leaders and lobbyists were busy doing the kind of work one would expect from the beer or pharmaceutical industry: holding receptions, talking to politicians and discussing regulations.

In other words, the boring stuff.

“We’re dealing with an industry that’s a lot more suit and tie,” said Michael Bronstein, co-founder of the American Trade Association for Cannabis and Hemp. “That’s what it felt like — it was a Chamber (of Commerce) event, not a protest.”

“In many ways the DNC was a coming-out party for us,” Bronstein said. “If you came here as someone interested solely in the cannabis industry, there was something for you every day.”

That included a Sunday fundraiser for the Marijuana Policy Project, which promotes legalization, and a Monday meet-and-greet for policymakers and industry leaders.

The reception “was a packed house,” said Andy Williams, the CEO of Medicine Man, which claims Denver’s largest single marijuana dispensary. “There was a lot of conversation about the industry and how it’s growing up.”

Marijuana activists had a reason to celebrate this week too. Now included in the Democratic platform is a provision — advocated by Coloradan Dennis Obduskey — that calls for the party to set “reasoned pathway for future legalization.”

“That is a big win,” Williams said.

Tied to that victory was a shift in how convention-goers talk about marijuana. Now it’s more common to hear a conversation about business regulations instead of just legalization.

“This is an industry going through the logical procession of maturity,” Williams said. He said new goals include efforts to remove barriers to credit-card purchases as well as the use of banks by marijuana companies.

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Presidential nominee Hillary Clinton gestures after the fourth and final day of the Democratic National Convention on July 28, 2016 in Philadelphia.

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Democratic presidential candidate Hillary Clinton points into the audience on the fourth and final day of the Democratic National Convention on July 28, 2016 at the Wells Fargo Center in Philadelphia.

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A supporter cheers as Democratic presidential nominee Hillary Clinton speaks during the final day of the Democratic National Convention in Philadelphia, Thursday, July 28, 2016.

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A delegates holds up a flag as Presidential nominee Hillary Clinton speaks during the fourth and final day of the Democratic National Convention on July 28, 2016 in Philadelphia.

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Balloons fall after Democratic presidential nominee Hillary Clinton spoke during the final day of the Democratic National Convention, Thursday, July 28, 2016, in Philadelphia.

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Democratic presidential nominee Hillary Clinton is joined by Democratic vice presidential candidate, Sen. Tim Kaine, D-Va., after addressing the delegates during the final day of the Democratic National Convention in Philadelphia, Thursday, July 28, 2016.

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Balloons descend as Democratic presidential nominee Hillary Clinton celebrates on the fourth and final night of the Democratic National Convention at Wells Fargo Center on July 28, 2016 in Philadelphia.

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Chelsea Clinton and former President Bill Clinton applaud as Hillary Clinton speaks during the final day of the 2016 Democratic National Convention on July 28, 2016, at the Wells Fargo Center in Philadelphia.

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Democratic presidential candidate Hillary Clinton is embraced by her husband, former U.S. President Bill Clinton, at the end of the fourth day of the Democratic National Convention at the Wells Fargo Center, July 28, 2016 in Philadelphia. Democratic presidential candidate Hillary Clinton received the number of votes needed to secure the party's nomination.

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Democratic presidential candidate Hillary Clinton and her husband, former U.S. President Bill Clinton, acknowledges the crowd at the end of the fourth day of the Democratic National Convention at the Wells Fargo Center, July 28, 2016 in Philadelphia.

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U.S. Democratic Presidential Candidate Hillary Clinton reaches for ballooons on the final day of the 2016 Democratic National Convention on July 28, 2016, at the Wells Fargo Center in Philadelphia.

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Democratic presidential nominee Hillary Clinton embraces her daughter Chelsea Clinton after being introduced on the fourth day of the Democratic National Convention at the Wells Fargo Center, July 28, 2016 in Philadelphia.

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Democratic presidential nominee Hillary Clinton gives her thumbs up as she appears on stage during the final day of the Democratic National Convention in Philadelphia, Thursday, July 28, 2016.

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Democratic presidential nominee Hillary Clinton speaks during the final day of the Democratic National Convention in Philadelphia on Thursday, July 28, 2016.

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Democratic presidential candidate Hillary Clinton delivers remarks during the fourth day of the Democratic National Convention at the Wells Fargo Center, July 28, 2016 in Philadelphia.

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Presidential nominee Hillary Clinton gestures during the fourth and final day of the Democratic National Convention on July 28, 2016 in Philadelphia.

Lately, the weed industry has begun to play a bigger role in politics too. In March, supporters of the cannabis industry held a fundraiser for U.S. Rep. Ed Perlmutter, D-Arvada, who has tried to help with the banking issue.

A desire to align federal law with Colorado law is “growing by leaps and bounds to the point where we got a position in the (Democratic) platform on it,” Perlmutter said.

Given the success in Philadelphia, one industry consultant said it was likely the marijuana business would have a presence in 2020 at both the Republican and Democratic conventions.

“It’s such a major signpost we’re passing,” said Leslie Bocskor of Electrum Partners. “I expect in four years we will be at the RNC.”